2022年营销人员的社交媒体人口统计

我明白了，同行营销人员 - 有时，您只需要数字即可。

新年意味着很多事情：新的生活变化，新的机会，改变生活的机会以及营销人员的新运动。

The juggernaut known as social media only gets bigger with every new year, and because of that, demographics shift with it. And, ultimately, keeping on top of important numbers before your social media campaigns can help you with ROI in the long run.

在这里，我们编辑了社交媒体人口统计的状态，并通过您需要了解的有关受众的最重要数据并塑造了2022年的角色。

一般的Social Media Demographics

• Roughly 82% of Americans between 18 and 49 years old use at least one social media site. (Pew Research Center)
• 营销人员在社交媒体上找到受众的最佳方式是研究相关的在线社区，例如Facebook群体和Subreddits。（（HubSpot Blog Research)
• 84% of marketers are targeting Millennials in their social media strategy, followed by Gen X (52%), then Gen Z at 22%. Only 14% of marketers target Baby boomers. (HubSpot Blog Research)
• 大多数营销人员说，简短的视频内容是X世代，千禧一代和Z世纪最受欢迎的内容格式（（HubSpot Blog Research)

Facebook人口统计

一般的

• As of 2021, Facebook has over 2 billion monthly active users. (Statista)
• 用户平均每月在Facebook上花费19.5个小时。（（Hootsuite)

Age and Gender

• Male consumers between 25 and 34 years of age represent the largest demographic on Facebook. (Statista)
• Globally, 56.4% of Facebook users identify as male while 43.6% identify as female. (Statista)
• Marketers believe Facebook is the most popular social media platform across all age groups. (HubSpot Blog Research)

Geography

• 印度的Facebook用户为3.49亿，美国排名第二，拥有1.939亿用户。（（Statista)
• 尼日利亚，埃及和南非是Facebook用户增长最快的国家。（（eMarketer)
• 2020年，在德国，日本，瑞士和韩国，Facebook的用户群下降了。（（eMarketer)

Takeaways

作为最受欢迎的社交媒体网络，Facebook绝对是一个值得投资的平台。其最大的用户组是千禧一代，但在所有年龄段中仍然拥有广泛的用户。此外，Facebook在全球范围内流行，使其成为所有行业和地点品牌的重要社交媒体网络。

Instagram人口统计

一般的

• eMarketerforecasts that Instagram will reach 1.1 billion users in 2022. (eMarketer)
• 每天有500多百万用户在平台上活跃。（（Instagram)
• 用户平均每月在IG上花费10.3个小时。（（Hootsuite)

Age and Gender

• Males between the ages of 18 to 24 represent the largest demographic on Instagram, followed closely by males between 25 to 34 years old. (Statista)
• Most women on Instagram are between 18 and 34 years old. (Statista)
• Instagram上最小的年龄段是高级男性65岁以上。（（Statista)

Geography

• For two consecutive years, the most geo-tagged city in the world on Instagram has been Los Angeles, California. (提及 + HubSpot)
• The country with the most Instagram posts in 2020 was the the U.S., leading with 571K posts, followed by Brazil with over 300K posts. (Mention + HubSpot)
• India and the U.S. lead the board as the countries with the largest Instagram audience sizes, similar to Facebook, (Statista)

Takeaways

Instagramis another leading social media platform with a large user base spanning all age groups. While it’s not as big as Facebook, it does offer advanced ecommerce features, making it incredibly popular among consumers and valuable to brands.

推特Demographics

一般的

• 推特’s user base reached over 320 million users in 2021. (Statista)
• Roughly a quarter of Americans use Twitter. (Pew Research Center)
• 推特ranks #12 in the world’s most visited websites. (SEMrush)
• Users spend an average of 5.6 hours a month on Twitter. (Hootsuite)

Age and Gender

• Most American Twitter users (65%) are between 18 and 29 years of age. ((Pew Research Center)
• 推特’s user base heavily skews male with only 29.6% of users identifying as female. (Statista)

Geography

• 美国是Twitter用户最多的国家，日本为7700万，落后于5820万。（（Statista)
• 居住在城市地区的美国成年人中有27％使用Twitter。（（Pew Research Center)

收入和教育

• 34％的赚取$ 75K或更多的美国成年人使用Twitter。（（Pew Research Center)

Takeaways

如果您想建立围绕品牌的社区，Twitter是一个不错的起点。它在美国特别受欢迎，因此，如果与您的目标受众保持一致，请考虑在那里建立虚拟商店。

TikTok Demographics

一般的

• Users spend an average of 13.3 hours a month on TikTok. (Hootsuite)
• Because TikTok’s audience is younger, most users earn between $30K to $50K. (Pew Research Center)
• Tiktok has 1 billion monthly active users. (影响者营销中心)
• Tiktok在平台上排名第二，社交媒体营销人员在YouTube后面建立了社区。（（HubSpot Blog Research)

Age and Gender

• 25% of U.S. TikTok users are between 10 and 19 years of age. (Statista)
• Only 18% of U.S. Tiktok users are 50+ years old. (Pew Research Center)
• Marketers believe TikTok is the second most popular social media platform with Gen Z, behind Facebook. (HubSpot Blog Research)

Geography

• TikTok is most popular in China with 600 million active daily users, followed by the U.S., Indonesia, and Brazil. (Business of Apps)
• 2020年，拉丁美洲是Tiktok使用最快的地区，不包括中国。（（Statista)

Takeaways

TikTok’s audience heavily skews young, with a large Gen Z population. As such, it’s a great platform for B2C brands targeting this demographic. With short-form video taking off, it’s an opportunity for brands to not only hop on a growing trend but do it on a platform that caters to their target audiences.

YouTube Demographics

一般的

• YouTube is the number one platform social media marketers build communities on. (HubSpot Blog Research)
• YouTube是世界上第二大访问量的网站。（（Hootsuite)
• 81％的美国消费者表示他们使用YouTube，比2019年增长了7％，这是所有主要社交媒体平台中最大的跳跃（Pew Research Center)
• 平均而言，消费者每月在YouTube上花费23.2个小时，而不是Facebook，Instagram，Tiktok和Twitter。（（Hootsuite)
• YouTube has over 2 billion users. (Omnicore)
• YouTube accounts for over 25% of total worldwide mobile traffic by volume. (桑德文)

Age and Gender

• 49% of U.S. internet users over 65 years of age say they use YouTube, compared to only 13% on Instagram, 7% on Twitter, and 4% of TikTok users. (Pew Research Center)
• YouTube’s largest advertising audience (21.2%) is 25- to 34-year-olds, followed by 35- to 44-year-olds. (Hootsuite)

Geography

• 大约15％的YouTube流量来自美国（Alexa)

Takeaways

YouTube is the leading video platform, with a wide range of users from Gen Z all the way to Baby Boomers. Because it’s known for long-form content, users tend to spend much more time on this platform compared to other social networks.

With this in mind, brands should develop a long-form video strategy to capitalize on this huge traffic source and lead generator.

LinkedIn Demographics

一般的

• LinkedIn’s user base in 2021 is roughly 774 million, with 21% of that being U.S. internet users. (Statista)
• LinkedIn saw a slower user growth in 2021 (4.2%), compared to the previous year at 6.2%. (eMarketer)
• LinkedIn占美国B2B展示广告中最大的份额，占32.3％。（（eMarketer)

Age and Gender

• 56% of LinkedIn users identify as male while 43.1% identify as female. (Statista)
• Roughly 60% of LinkedIn users are between 25 and 34 years of age. (DataReportal)

Geography

• LinkedIn is used in 200 countries and territories. (LinkedIn)
• India, China, and Brazil have the largest LinkedIn user bases after the U.S. (DataReportal)
• Over 75% of members are outside the US. (LinkedIn)

教育/收入

• 51% of U.S. adults who have a college education use LinkedIn. Only 12% of U.S. adults earning less than $30K use the platform. (Pew Research Center)
• 赚取$ 75K+的美国成年人中有一半使用LinkedIn。。（（（Pew Research Center)

Takeaways

Although LinkedIn’s user growth has slowed down, it’s still the number one social media platform for B2B brands. It’s full of decision-makers and young adults entering the workforce prime for social selling.

Reddit Demographics

一般的

• There are 430 million users on Reddit. (Statista)
• Reddit saw 14.4% user growth in 2021. (eMarketer)
• 18% of U.S. internet users use Reddit, growing 7% from 2019. (Pew Research Center)

Age and Gender

• Gen Z makes up roughly 2% of Reddit users. (eMarketer)
• Reddit由62.8％的男性和37.2％的女性用户组成。（（Statista)
• Only 3% of U.S. adults over 65 years of age use Reddit. However, 36% of U.S. adults between 18 and 29 years of age use it. (Pew Research Center)

Geography

• 46% of desktop traffic to Reddit.com comes from the U.S. (SimilarWeb)
• 21% of U.S. adults living in suburban areas use Reddit, compared to only 10% living in rural areas. (Pew Research Center)

Takeaways

Along with YouTube, Reddit’s user base has grown significantly in recent years, compared to other social media platforms. This suggests that consumers are becoming more interested in what the network has to offer. From an audience perspective, it’s made up mostly of male Millennials, attracting most of its users from the U.S.

Snapchat Demographics

一般的

• Snapchat上大约有3.06亿使用者。（（Snapchat)
• 59％的美国用户每天检查Snapchat。（（Pew Research Center)
• 25% of U.S. internet users use Snapchat. (Pew Research Center)
• Snapchat users spend over 30 minutes a day on the platform. (Snapchat)

Age and Gender

• 65% of U.S. adults between 18 and 29 years old use Snapchat. (Pew Research Center)
• Only 12% of women living in the U.S. use Reddit, compared to 23% of men. (Pew Research Center)

Geography

• 28% of U.S. adults living in urban areas use Snapchat. (Pew Research Center)

Takeaway

One thing that’s clear with this Snapchat data is that young people love it. After Instagram introduced Stories, many thought Snapchat was on its way out. Turns out, it’s still a major player in the social media game.

Feel free to refer to this list periodically as you're working through your editorial calendars and audits for the new year. As this time of year calls for a fresh slate, the research behind your next incredible campaign has to be fresh, as well. Happy planning!